Social Medias Impact on Planned Giving Marketing Communi unication - PowerPoint PPT Presentation

Nov 25, 2023 •233 likes •413 views

Cows on Parade - Chicago 1999 Ron Burns Social Medias Impact on Planned Giving Marketing Communi unication R n Rev evolut ution 1 st 3g phone 2001 Facebook 2004 YouTube 2005 1 st iPhone/smartphone June 2007 1 st iPad April 2010 Inf

Cows on Parade - Chicago 1999 – Ron Burns Social Media’s Impact on Planned Giving Marketing
Communi unication R n Rev evolut ution 1 st 3g phone 2001 Facebook 2004 YouTube 2005 1 st iPhone/smartphone June 2007 1 st iPad April 2010
Inf nflue uenc nce o e of Social M Media as a a major c communi unication c n channe nnel
How to incorpo porate t e the new ew t techno nology i into y your m marketing ng plan? Direct mail appeal to your supporters based upon age wealth and affinity. Donor testimonials • Success driven impact mission stories • Simple appeals for bequest and charitable • gift annuities .
Coordinated social media campaign • 70% of our target audience have Facebook accounts • Facebook look alike modeling helps us acquire new bequest supporters outside of our donor base. • Affinity factors help us understand our supporters interests better • Travel, wine, cooking, political news junkies, and pet lovers.
Coordinated images across channels reflecting actual supporters. • Target the average Facebook member • 63 year old female.
Results Re February 2019 DM promotion Mailed 3 rd week of February • Received 1 st mail responses mid March - 24 • February 2019 Social Media promotion (same audience) Initiated mid February • 337 social media requests • 10 requests for CGA proposals • Annual double digit growth from 2011 to 2018 Annual bequest commitments -8 Million to 45 million Annual donor engagements - 600 to 2500
Resour urces es • HSUS PG Website: www.humanesociety.org/legacy • Sample Bequest Language and Newsletters • Books • Donor Centered Fundraising – Penelope Burk • Donor-Centered Planned Gift Marketing – Michael J. Rosen, CFRE • The Stelter Company
Ques estions ns smaughan@humanesociety.org ddefuniak@humanesociety.org

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